The Black Traveler Insights, Opportunities & Priorities

United States – The Black Traveler: Insights, Opportunities & Priorities

On September 9th, 2000, MMGY Global announced that they would be developing a series of market research studies to be informed by diverse travel advocacy organizations to better identify the needs, behaviors, and sentiments of underrepresented travel communities. The first installment of these studies titled  The Black Traveler: Insights, Opportunities & Priorities was developed with oversight and input from a steering committee of diverse industry experts and through partnerships with travel advocacy organizations, including the Black Travel Alliance (BTA), the National Coalition of Black Meeting Professionals (NCBMP), and the National Association of Black Hotel Owners, Operators, and Developers (NABHOOD).

The first phase of this groundbreaking study published in November 2020 provided insights into the leisure and meetings segments of the U.S. Black travel economy. It analyzed findings from MMGY Global’s 2019 Shifflet TRAVEL PERFORMANCE/MonitorTM, which surveyed 4,800 Black leisure travelers within the United States, and a survey of 200 members of the National Coalition of Black Meeting Professionals in 2020 (NCBMP).

The second phase of the study published in January 2021 provided a Profile of the Global Black Traveler sharing insights from a new custom survey with 3,635 respondents from six countries: United States (n=1,631), Canada (n=500), France (n=501), Germany (n=503), and United Kingdom (U.K.)/Ireland (n=500). The survey delves into the decision-making process for vacation planning and uncovers the barriers and experiences that Black leisure travelers encounter across international markets.

The study uncovered that Black Travelers from the United States spent $129.6 Billion on leisure travel in 2019.  Also, Black travelers from Canada spend $7.8 Billion, Black travelers in the U.K./Ireland spent US$9 billion on domestic and international leisure travel; in Germany, they spent US$8.1 billion; Canadian Black travelers spent US$7.8 billion; and France closes out the list with US$5 billion in 2019.

Sales of the published The Black Traveler study generated $100,000 in net proceeds and $70,000 was used to fund two grant programs; one for Black Travel Organizations and the other for Black Travel Content Creators.   The grant programs were launched on April 5, 2021, and winners including 10 Black Travel Organizations and 20 Black Traveler Content Creators were announced on July 8, 2021.